Executive Summary Grolsch‚ a company with a strong history and a highly rated product‚ has just been purchased by SABMiller. The company is evaluating its global strategy in light of the acquisition and determining how to position and sell its beer going forward. Grolsch has positioned itself well to compete internationally and has leveraged several tools (e.g. the MABA framework‚ strategic analysis) to effectively expand abroad. However‚ they must assess whether or not the MABA framework is
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• Grolsch decided to globalize given the domestic market stagnation and shrinkage. • Also‚ seeing its archrival Heineken making headway in the global market‚ Grolsch found the opportunity of global expansion hard to let go. • Initially‚ it encountered few failed Joint Ventures and lost stakes in Russia during the Asian Financial Crisis. However‚ it regained its market position and by 2007 it was generating 51.5% of revenue from international sales. • The key elements of its emphasis on adaptation
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global opportunities for them? Be specific. * Grolschs’ current geographic presence reflects the global opportunities and currently represent the best opportunities for the company. * Grolsch has primarily focused on developed markets such as the UK‚ US‚ Canada‚ Australia‚ New Zealand‚ and France. * Grolschs’ key markets mainly consist of Western Europe‚ which accounts for 88% of its revenues‚ and 94% of its contribution margins. * Grolschs’ sales in the Netherlands accounted for nearly
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Joep van Malsen 2041429 Introduction‚ In this report a SWOT analysis and a confrontation matrix is conducted of the company Grolsch. This company is a large beer brewer and operates in the Netherlands‚ United Kingdom and South Africa. The Headquarter of Grolsch is located in Enschede‚ the Netherlands. There are currently working over 800 employees at Grolsch. A SWOT analysis is a method for strategic planning y evaluating the Strengths‚ Weaknesses‚ Opportunities‚ and Threats involved
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SWOT analysis of Latvia and its market potential for Grolsch Strengths Relative high budget for advertisement The brand is known in many countries in the world. Can be sold in groceries Market leader in some countries like “the Netherlands” Weaknesses Price can be too high through export costs in comparison to Latvian beer Different languages Different currencies Opportunities The taste of Grolsch – different from domestic beer Can be a market nicher because
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PANKAJ GHEMAWAT JORDAN MITCHELL SM – 1529 – E O – 308 - 029 Grolsch: Growing Globally In November 2007‚ SAB Miller‚ the world´s second largest brewer‚1 announced the friendly takeover of the world’s 51st largest‚ Royal Grolsch N.V. of the Netherlands‚ for €816m in cash - 84% more than Grolsch’s value over the previous month. Nick Fell‚ SABMiller’s Marketing Director‚ explained the logic of the deal: “[Grolsch is] a fantastic brand. It’s North European‚ it’s a fantastic product‚ it’s got unimpeachable
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Sources of Competitive Advantage Grolsch’s edge over its competitors relies on two main aspects‚ packaging and marketing. Its unique swingtop bottle gives the Grolsch brand an appealing and distinctive characteristic that distinguishes it from other premium beers. The swingtop allows for storage of the beer for later consumption as well as eliminates the need for a bottle opener. The brown domestic bottle contains over one-third more than the capacity of the average Dutch beer bottle‚ while the
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2012 Marketing Strategy GROLSCH 1. EXECUTIVE SUMMARY --------------------------------------------------------------------------- 2 2. OBJECTIVES ------------------------------------------------------------------------------------------ 2 2.1 Market shares/ sales volume: ------------------------------------------------------------------ 2 2.2 Company reputation/ brand awareness: ------------------------------------------------------ 2 2.3 Geographical coverage/ Distribution Objectives: -------------------------------------------
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other. 3. In its process of expansion‚ Grolsch has engaged in both cooperation with local brewers‚ and direct shipping from domestic factories‚ depending on the markets demand. For markets such as the USA that valued originality‚ direct shipping was used. For others that did not hold an emphasis on this‚ joint venture options were explored to cut costs. 4. No‚ standardization is not increasing. Majority of Grolsch’s sales come from its Grolsch Premium Lager‚ with other variations such as
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Beer market in Brazil Brazil is the 5th largest country in the world with total population of 194 million. Total beer consumption in Brazil in year 2012 is estimated to be 11‚563.9 million liters. Which means each person in Brazil is going to consume an average of 60 liters per year. The Brazilian beer market generated total revenue of $24.55 billion in year 2011. As stated by DataMonitor (2011)‚ the market share for standard lager in Brazil is 86.3% and premium lager is 7.0%. Which means premium
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